Over the years, which is the most mem­o­rable?

Why do you think con­sumers are so re­cep­tive to new G-Shock prod­ucts?

We are al­ways very true to our con­cept of ‘ab­so­lute tough­ness’. Even though we in­tro­duce new prod­ucts, that never changes. Also, our prod­ucts are al­ways au­then­tic. What this means is that a G-Shock can, and is used in a pro­fes­sional en­vi­ron­ment (by divers or pi­lots, for ex­am­ple), and it will work per­fectly. The most mem­o­rable col­lab­o­ra­tions have been with Eminem, Martin Margiela, Bathing Ape and Stussy. The rea­son why they’ve been so mem­o­rable is they caused a stir in the mar­ket when they launched. I also need to ex­plain how we go about do­ing col­lab­o­ra­tions – it doesn’t come from us. We don’t put for­ward a sum of money and ask th­ese col­lab­o­ra­tors to work with